Know Your Audience: The Future of Nurture Marketing by Design

By Barbara Pfeiffer, The Partner Marketing Group

Nurture marketing is can defined much like nurture, as the process of caring for and encouraging the growth or development of someone or something, which is like mapping the route you want your customers to take to your product or service. So how can only 50% of survey respondents with nurture programs be customizing the content of their marketing nurture programs to their audience? This is one of the results from Partner Marketing Group’s 2014 Technology Marketing Survey. The survey combined feedback from a variety of VARs, ISVs, and other technology providers to show you where your peers are concentrating their marketing efforts and where the trends are leading.

Nurturing starts after a company has a potential client’s contact information and can personalize communication with them. Key here is ‘PERSONALIZE’. The biggest challenges respondents are finding with this is they ‘don’t have any content to send to send’ (41.5% of respondents) and it is ‘too difficult to set-up and execute’ (31.7%).

Interestingly, there’s a significant move on the horizon. Though only 42.2% of respondents currently have nurture programs in place, OVER HALF of those who don’t plan on launching a nurture campaign within the next six months! Although lead nurturing is an established marketing practice, it has taken on new significance now that businesses can create and foster communities around their products using social media.

Find out more about challenges with nurture marketing and which popular social media outlets are on the rise in the 2014 Technology Marketing Survey.